1. Thou Shall Not Spam. This includes PMing people you don't know on Facebook, Goodreads and other social media; littering people's Facebook Wall with pleas to buy/promote/review your book; and prancing about in a glittery suit and pom-poms around the mall, singing, "I'm an indie author, please support me".
2. Honor Thy Reader and Thy Reviewer. Thank the kind people who have taken time to read and give feedback on your book, often at the expense of other projects.
3. Observe the Rules of Facebook Groups and Keep Them Holy. Do not profane Facebook groups not specifically designed for book promotion by bookwhacking, direct or subtle. Seriously.
4. Thou Shalt Not Kill (people who have read your book and gave negative reviews). Books are subjective; there are thousands of admittedly great literary works out there I frankly don't care for.
5. Thou Shalt Not Steal (your fellow author's plot, characters, cover, or forum thread).
6. Do Not Speak the Name of the Lord Thy Book in vain (this is called bookwhacking, and for good reason. It doesn't get you anywhere; it doesn't get sales going; it's pathetic and unprofessional).
7. Thou Shalt Not Covet your fellow writer's agent/publisher/book contract/KDP rating.
8. Thou Shalt Not Make a Profane Graven Image (please, no sleazy book-covers. Please please please).
9. Thou Shalt Not Commit Adultery (if you are under obligations of a contract, stick to them. Be honest and let your professional integrity speak for itself).
10. Thou Shalt Not Hate the Writer of This. She (that is, I) only wanted to vent a little.
May we all find the golden road of book promotion that is professional, effective and ethical.